Pluto TV: Free, Made Tangible

Pluto TV had an opportunity to strengthen positive brand perceptions in Brazil and bring its free entertainment proposition into the advertising conversation. The brief was aimed at media planners and buyers at agencies, as well as major advertisers: make “Pluto TV Included” tangible while positioning the platform as an advertising medium. The strategic move was to turn the campaign promise into the product mechanic. If everything came with Pluto TV included, the trade audience could experience that logic by shopping in a store where everything was free. The Pluto TV Store translated the idea into an e-commerce activation offering products and experiences at no cost. Email marketing invited the audience in, using the line “Tudo que você vê vem com Pluto TV incluído.” The resulting experience made the international campaign local and participatory rather than merely explanatory. Response was immediate: the launch email achieved a 98.3% open rate, products sold out within hours, and web traffic took the store’s server offline less than two hours after launch. Felipe Delphorno is credited as Creative & Strategy Director for Pluto TV in Brazil.